Following the Oct. 7 Hamas terror attack against Israel, the Jewish community in northern New Jersey — like communities around the world — was devastated. In the days and weeks after, Jewish Federation of Northern New Jersey brought thousands together at two major gatherings: an Oct. 7 vigil and then a large-scale community commemoration one year later. These events served not only as a place to mourn, but also as a moment of solidarity, strength and shared purpose.
The overwhelming turnout and response revealed something powerful: Jews from across the spectrum — Orthodox and Reform, secular and traditional, affiliated and unaffiliated — expressed a renewed desire to feel connected to one another and to Jewish life.
In response, Jewish Federation of Northern New Jersey launched Jews for NJ, a digital awareness initiative designed to serve as an accessible and inclusive entry point to Jewish community life. The campaign is intended to “throw the net wide,” offering a platform for individuals at every stage of Jewish engagement to find opportunities for connection without prescribing a specific path or level of involvement.
According to federation leadership, the goal is to fill a longstanding gap in the community by providing easy access to information, resources and ways to participate in Jewish life — whether through events, services, organizations or learning opportunities.
Miri Lipsky, one of the lead volunteers behind the initiative, emphasized the importance of unifying a community that often operates in silos. “We saw the disconnectedness people have been experiencing, especially since Oct. 7,” said Lipsky. “The goal of Jews for NJ is to take that feeling and create something powerful and unified. We want to fill the Jewish community with pride. We want to empower the broader community so that all Jews, not only predetermined leaders, can bring their voice to the table in a community way.”
Launching on June 11, the Jews for NJ website will serve as a comprehensive hub for Jewish life in northern New Jersey. The site will feature a centralized directory of services and opportunities not only with federation, but with all organizations serving the Jewish community. In addition, the campaign will maintain a presence on social media platforms to engage a broader audience and ensure accessibility across demographics and age groups.
The tone of the campaign is intentionally lighthearted and welcoming, featuring cartoon-style graphics and playful Yiddish phrases such as “More Mitzvahs, Less Mishegas” and “Get Your Tuches in Gear.” The branding reflects the campaign’s goal of making Jewish connection feel approachable and joyful.
Jason Shames, CEO of federation, noted that Jews for NJ addresses a critical need. “A lack of awareness and access has been a challenge for many,” said Shames. “This campaign is designed to remove barriers and increase participation in Jewish communal life. The hope is to grow the number of people who feel connected to their Jewish identity and to the broader community.”
Lipsky also stressed the importance of communal support to ensure the campaign’s success. “For this to work, the leadership across northern New Jersey must rally behind it,” said Lipsky. “Rabbis, heads of school and organizational leaders all play a role in amplifying this effort and making sure it reaches every corner of the Jewish community.”
The campaign’s tagline, “Join the Mishpocha,” reflects its central message: that every Jew in northern New Jersey has a place in the community. Jews for NJ officially launched on June 11 at www.jewsfornj.org.
